1

CHAPTER 1- INTRODUCTION
1.1 INTRODUCTION ABOUT THE STUDY
Customer perception refers to the process by which a customers elects, organizes, and
interprets information/stimuli inputs to create a meaningful picture of the brand or the
product. It is a three stage process that translates raw stimuli into meaningful information.
Consumer perception applies the concept of sensory perception to marketing and
advertising. Just as sensory perception relates to how humans perceive and process sensory
stimuli through their five senses, consumer perception pertains to how individuals form
opinions about companies and the merchandise they offer through the purchases they make.
Merchants apply consumer perception theory to determine how their customers perceive
them. They also use consumer perception theory to develop marketing and advertising
strategies intended to retain current customers -- and attract new ones.
Self Perception
Self perception theory attempts to explain how individuals develop an understanding
of the motivations behind their own behaviour. Self perception by customers relates to values
and motivations that drive buying behavior -- which is also an important aspect of consumer
perception theory. For instance, a study by researchers at the University of Massachusetts at
Amherst addressed how self perception shaped consumers' buying behavior. The study
considered the question of whether consumers believed their buying decisions had a real
effect on issues such as environmental impact. The researchers concluded that consumers' self
perception was a driving factor in whether or not they placed a priority on socially conscious
purchase and consumption practices. Consumers who viewed themselves as socially
conscious tended to place more weight on issues such as environmental impact when making
buying decisions than consumers who did not hold similar views of themselves.
Price Perception
While mass merchandisers such as Wal-Mart emphasize low prices as an inherent
virtue, upscale merchants attempt to emphasize quality and value for money to appeal to
potential customers. Researchers at the School of Business Administration at LaSalle
University and LeBow College of Business at Drexel University considered several factors,
including price perception -- whether consumers believed they were being charged fair prices
-- in determining whether online shoppers would make repeat purchases through the same

website. The researchers concluded that price perception strongly influenced whether
customers were satisfied with their purchases and whether they would make future purchases.
Two factors that shaped price perception were the perceived quality of the merchandise or
service in question and price comparisons with merchants offering similar merchandise or
services.

Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this phrase
frequently associated with food advertising. Researchers from Marquette University,
Louisiana State University and the University of Arkansas surveyed customers to determine
how nutrition claims associated with food affected their perception of that food's nutritional
value. The researchers found that consumers tend to reject general, unsupported claims of
enhanced nutrition, especially concerning high nutritional value for foods that are
traditionally viewed as unhealthy. The researchers also theorized that consumers would
demonstrate a trend toward applying more scrutiny to nutrition claims and would demand
more specific information about the foods they purchase.
Human beings are constantly bombarded with stimuli during every minute and every
hour of every day. The sensory world is made up of an almost infinite number of discrete
sensations which are constantly and subtly changing. According to the principles of sensation,
such heavy intensity of stimulation should turn off most individuals, who would
subconsciously block the receipt of such a heavy bombardment of stimuli. Otherwise the
billions of different stimuli to which we are constantly exposed might serve to confuse us
totally and keep us perpetually disoriented in a constantly changing environment. However,
neither of these consequences tends to occur, because perception is not a function of sensory
input alone. Rather, perception is the result of two different kinds of inputs that interact to
form the personal picturesthe perceptionsthat each individual experiences.

1.2 OBJECTIVES OF THE STUDY

This study is undertaken with the following objectives.
Primary Objective
1.
2.
3.
4.

To know the consumer perception towards the Honda Car.

To measure the awareness about Honda Car.
To know the customers satisfaction levels regarding Honda Cars.
To measure the expectations of customers about Honda Cars.

Secondary Objective
1. To identify the various attributes of Honda cars and other cars that influences
on an individuals choice among alternatives.
2. To identify the attractiveness of the Honda advertisement.
3. To identify the reason for the brand preference over the competing brands
and to find out the consumer perception on various attributes of the products.
4. To identify the maintenance handling system adopted by the users.
5. To find out the consumer satisfaction level on service provided by the dealers
and also towards their product.
6. To identify the level of brand loyal customers To identify the kinds of
recommendations made towards the product to others.

1.3 SCOPE OF THE STUDY

1. It helps the organization to understand the consumer psychology on choosing

the product or service so that easily the product can be positioned.
2. The preference of choosing the Honda Car by the respondents.
3. The study helps us to know about the Customer perception towards Honda
Cars and other competing brands.
4. It also helps to assess the real opinion and mindset of consumers and aids to
meet out their expectation in future in turn that will increases the volume of
sales.
5. It helps the company to understand the efficiency of dealer service provided to
the consumers, so that it can create the root for further improvement.
6. It identifies the usage and maintenance system adopted by the consumers so
that it helps the company to educate the customers further towards the product
usage and maintenance. So that it really creates an impact on consumer
perception towards the product.

1.4 LIMITATIONS OF THE STUDY

1. The Survey was limited to Coimbatore City only.

2. The Study covers only five variants of competing brands that includes Honda ,
Ford, Tata Motors, Maruti,Renault.

3. The respondents were less interested in answering the questionnaire, as they

felt that it was an interruption to their regular work.
4. The number of respondents was limited to 100 only.
5. Some of the respondents are not open in giving their opinions. This is normal
any field study.

CHAPTER II- PROFILE

2.1 Company profile
2.1.1 History of Honda

MANCHESTER HONDA is an authorized dealer for Honda Cars India Pvt Ltd in
Coimbatore, for Marketing, Sales, Honda Genuine Spares, Honda Genuine Accessories,
Service and Repairs of Honda range of vehicles.
Honda has been the world's largest Honda Cars Dealers since 2005, as well as the
world's largest manufacturer of internal combustion engines measured by volume, producing
more than 14 million internal combustion engines each year. Honda surpassed Nissan in 2001
to become the second-largest Japanese automobile manufacturer. As of August 2008, Honda
surpassed Chrysler as the fourth largest automobile manufacturer in the United States. Honda
is the sixth largest automobile manufacturer in the world.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury
brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda
also manufactures garden equipment, marine engines, personal watercraft and power
generators, amongst others.
Since 1986, Honda has been involved with artificial intelligence/robotics research and
released their ASIM Orobot in 2000. They have also ventured into aerospace with the
establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet,
scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D.
HCIL's first manufacturing unit was set up at Greater Noida, U.P in 1997. The green
field project is spread across 150 acres and has an annual production capacity of 120,000
units. HCIL's second plant in Tapukara is the first car manufacturing plant in the state of
Rajasthan. The state-of the art Power train and Press shop in Tapukara plant have been
operational since September 2008. This facility is spread over 450 acres and has an annual
production capacity of 120,000 units. HCIL started the production of cars from its Tapukara
Plant from February 2014. This plant is the culmination of the best manufacturing know-how
and practices gathered from Honda's global operations.
The companys product range includes Honda Brio, Honda Amaze, Honda All New
Jazz, Honda City, Honda Mobilio and Honda CR-V which are produced at the Greater Noida
facility. Hondas models are strongly associated with advanced design and technology, apart
from the established qualities of durability, reliability and fuel-efficiency.
Sales Network

Honda Cars India Ltd.,(HCIL) has a strong sales and distribution network spread
across the country. The network includes 298 authorised dealership facilities in 190 cities.
HCIL dealerships are based on the "3S Facility" format, offering complete range of Sales,
Service and Spares services to its customers.
Environment and Safety
The Honda Group is globally recognized for its concern towards environment, safety
and conservation of the society in which it operates. HCIL follows the same in India for
achieving high standards in environmental safety in the various processes of car
manufacturing.
Honda Assure
'Honda Assure' is an Insurance initiative introduced by HCIL to enhance ownership
experience for Honda car customers. Under the Honda Assure program, all Honda car
customers get the benefit of a more transparent, hassle-free transaction and a quick
turnaround time on their insurance claims. The entire transaction is routed through an on-line
central server which enables HCIL to monitor the overall operations more effectively. Some
of the direct benefits to the customers include Cashless Insurance across India, instant policy
issuance, and improved turnaround time.
Auto Terrace
Honda's Exchange and Pre-Owned car division Auto Terrace has been in existence
ever since the inception of HCIL in India. Present in all major Honda dealers across the
country, Auto Terrace presents itself as the one-stop solution for catering to the needs of
customers wanting to exchange their existing cars for a New Honda car.

Vision
Basic Principles

Respect for the individual.

The Three Joys (buying, selling and creating).

We at Honda believe that each person working in or coming in touch with our Company,
directly or through our products, should share a sense of joy through that experience. This
feeling is expressed in what we call "The Three Joys"
Our Goal is to provide joy through our Business:

The Joy of Buying: For those who buy our Products

The Joy of Selling: Engage in selling our products and services
The Joy of Creating: Involved in business of creating our Products

Company Principle (Mission Statement)

Maintaining a global viewpoint, we are dedicated to supplying products of the highest
quality, yet at a reasonable price for worldwide customer satisfaction.
Management Policies

Proceed always with ambition and youthfulness.

Respect sound theory, develop fresh ideas, and make the most effective use of time.
Enjoy work and encourage open communication.
Strive constantly for a harmonious flow of work.
Be ever mindful of the value of research and endeavor.

Dreams inspire us to create innovative products that enhance mobility and benefit society.
To meet the particular needs of customers in different regions around the world, we base our
sales networks, research and development centers and manufacturing facilities in each region.
Furthermore, as a socially responsible corporate citizen, we strive to address important
environmental and safety issues.

2.2 INDUSTRY PROFILE

Honda Motor Co., Ltd. operates under the basic principles of "Respect for the
Individual" and "The Three Joys" commonly expressed as The Joy of Buying, The Joy of
Selling and The Joy of Creating. "Respect for the Individual" reflects our desire to respect the

unique character and ability of each individual person, trusting each other as equal partners in
order to do our best in every situation. Based on this, "The Three Joys" expresses our belief
and desire that each person working in, or coming into contact with our company, directly or
through or products, should share a sense of joy through that experience.
In line with these basic principles, since its establishment in 1948, Honda has
remained on the leading edge by creating new value and providing products of the highest
quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company
has conducted its activities with a commitment to protecting the environment and enhancing
safety in a mobile society.
The Company has grown to become the world's largest motorcycle manufacturer and
one of the leading automakers. With a global network of 492* subsidiaries and affiliates
accounted for under the equity method, Honda develops, manufactures and markets a wide
variety of products, ranging from small general-purpose engines and scooters to specialty
sports cars, to earn the Company an outstanding reputation from customers worldwide.
2.2.1 Honda in India
Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint
venture between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group
company, with a commitment to providing Hondas latest passenger car models and
technologies, to the Indian customers. The total investment made by the company in India till
date is Rs 1620 crores in Greater Noida plant and Rs 784 crores in Tapukara plant.

10

HSCIs first state-of-the-art manufacturing unit was set up at Greater Noida, U.P in
1997. The green-field project is spread across 150 acres of land (over 6,00,000 sq. m.).
The annual capacity of this facility is 100,000 units. The companys second manufacturing
facility is in Tapukara, Rajasthan. This facility is spread over 600 acres and will have an
initial

production

capacity

of

60,000

units per annum, with

an investment of about

Rs 1,000 crore. The

first

facility

inaugurated

was

September

phase

of

this
in

2008.

The companys product

range includes Honda

Jazz,

Honda

Honda

City,

Civic

and

Honda Accord which are produced at the Greater Noida facility with an indigenization level
of 77%, 76%, 74% and 28% respectively. The CR-V is imported from Japan as Completely
Built Units. Hondas models are strongly associated with advanced design and technology,
apart from its established qualities of durability, reliability and fuel-efficiency.

2.2.2 Striving to become a company that society wants to exist

Due to global political and economic changes, the business environment surround- ing
Honda remains uncertain amid growing social concern about environmental challenges.
However, no matter how considerable these changes may be, Honda will win the trust of our
customers and appeal to customers as before by creating technologies and products with new
value that anticipate customer needs and social requirements.

11

We believe this is the way for Honda to proceed, based on our founding principles. To
achieve these goals, Honda will work to improve product quality, safety, and environmental
performance as well as promoting research and development of next-generation mobility
technologies such as fuel-cell electric vehicles and battery-powered EVs. Additionally, we
will focus on future product development to expand the market for hybrid vehicles, which are
currently the most effective in reducing CO2 emissions. And, we will continue our efforts to
become a company that society wants to exist through global activities to minimize environmental impact in all of our business activities including production, distribution, and sales,
while promoting safe driving and engagement in other social activities.
2.2.3 Manufacturing & Distribution

2.2.3.1 Strengthening our manufacturing system from the perspective of our customers and
the environment
Customer needs vary depending on the region. To deliver products that satisfy
customers in all regions, Honda established a manufacturing system that rapidly and flexibly
responds to customer requests at all production bases around the world. With this
manufacturing system, we are striving to further improve the quality of our products and
minimize our environmental footprint during manufacturing.

2.2.3.2 Strengthening manufacturing capabilities and environmental measures on a global

basis
Based on its commitment to build products close to the customer, Honda has pursued
local production from its early days. We first began overseas motorcycle production in
Belgium in 1963 and became the first Japanese automaker to produce automobiles in the U.S.
in 1982. By focusing on localization early on, even in the areas of development and sales, we

12

have been able to respond to changes in product demand and supply more promptly and
increase our quality and cost competitiveness in each market. Moreover, we have been
working on establishing a mutually complementary parts and vehicle manufacturing network
among countries within a region so that we can respond to changing demand in each region
more effectively and flexibly. We have also centered on activities that improve quality at
production bases around the world and that reduce environmental impacts during
manufacturing and distribution. In 2009, we began operations at the Ogawa plant in Japan
with extremely high resource and energy efficiency. Meanwhile, we are promoting the
installation of solar panels at our offices and plants. Through improved production systems
that take into consideration regional characteristics and enhanced environmental measures,
we will flexibly and effectively provide high-quality products in an environmentally
responsible way.

Motorcycle plant (Thailand)

Power products assembly (France)

13

Honda headquarters building in Japan

Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo
Stock Exchange and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya,
Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.
The company has assembly plants around the globe. These plants are located in
China, the United States, Pakistan, Canada, England, Japan, Belgium, Brazil, New Zealand,
Indonesia, India, Thailand, Turkey and Per. As of July 2010, 89 percent of Honda and Acura
vehicles sold in the United States were built in North American plants, up from 82.2 percent a
year earlier. This shields profits from the yens advance to a 15-year high against the dollar.
Honda's Net Sales and Other Operating Revenue by Geographical Regions in 2007
Geographic Region

Total revenue (in millions of )

Japan

1,681,190

North America

5,980,876

Europe

1,236,757

Asia

1,283,154

Others

905,163

American Honda Motor Company is based in Torrance, California. Honda Canada

Inc. is headquartered in the Scarborough district of Toronto, Ontario, and is building new
corporate headquarters in Markham, Ontario, scheduled to relocate in 2008; their
manufacturing division, Honda of Canada Manufacturing, is based in Alliston, Ontario.
Honda has also created joint ventures around the world, such as Honda Siel Cars and Hero

14

Honda Motorcycles in India, Guangzhou Honda and Dongfeng Honda in China, and Honda
Atlas in Pakistan.

With high fuel prices and a weak U.S. economy in June 2008, Honda reported a 1%
sales increase while its rivals, including the Detroit Big Three and Toyota, have reported
double-digit losses. Honda's sales were up almost 20 percent from the same month last year.
The Civic and the Accord were in the top five list of sales. Analysts have attributed this to
two main factors. First, Honda's product lineup consists of mostly small to mid-size, highly
fuel-efficient vehicles. Secondly, over the last ten years, Honda has designed its factories to
be flexible, in that they can be easily retooled to produce any Honda model that may be indemand at the moment.
Nonetheless, Honda, Nissan, and Toyota, were still not immune to the global financial
crisis of 2008, as these companies reduced their profitability forecasts. The economic crisis
has been spreading to other important players in the vehicle related industries as well. In
November 2009 the Nihon Keizai Shinbun reported that Honda Motor exports have fallen
64.1%.
At the 2008 Beijing Auto Show, Honda presented the Li Nian ("concept" or "idea") 5door hatchback and announced that they were looking to develop an entry-level brand
exclusively for the Chinese market similar to Toyota's Scion brand in the USA. The brand
would be developed by a 50-50 joint-venture established in 2007 with Guangzhou
Automobile Industry Group.
Following the Japanese earthquake and tsunami in March 2011 Honda announced
plans to halve production at its UK plants. The decision was made to put staff at the Swindon
plant on a 2 day week until the end of May as the manufacturer struggled to source supplies
from Japan. It's thought around 22,500 cars were produced during this period.

15

CHAPTER III- REVIEW OF LITERATURE

3.1 THEORITICAL REVIEW
Gluckman (1986) has studied1 the factors influencing the consumer preference of
wine. The explicit factors identified were, the familiarity with brand name, the price of wine,
quality or the mouth feel of the liquid, taste with regard to its sweetness or dryness and the
suitability of all tastes. Some of the implicit factors identified through extensive questioning
were, colour and appearance of wine. Most of the consumers preferred white wine to red.
Packaging, appearance, colour, use of foreign language and graphics were taken as important
clues for quality and price. The study revealed that consumers prefer French or German made
wines to Spanish or Yugoslavian wines.
Venkateshwaralu et.al, (1987) conducted a study2 to analyze the buyer behaviour
towards biscuits. They have concluded that consumers generally prefer packed biscuits when
compared to unpacked ones. It was also found that children are the major influencers in
decision making while purchasing biscuits, though parents are equally involved. Besides, the
study revealed that 76 percent of the respondents purchase biscuits at least once in a week. It
was concluded that that the marketers have to give considerable importance to taste, freshness
and brand name of biscuits as they largely affect the decision making process of consumers.
Rees (1992), in his study3 observed that the factors influencing the consumers choice
of food are flavour, appearance and advertising. Demographic and household role changes
and the introduction of microwave ovens have produced changes in eating habits. Vigorous
sale of chilled and other prepared foods is because of the attitude of large number of working
wives and single people who prefer convenience. Development in retailing with
concentration of eighty percent of food sales in Supermarkets is also considered to be an
important factor. Consumers are highly responding to messages regarding safety and health.
They are highly concerned about the way in which food are produced and want safe, natural
and high quality food at a reasonable price.

16

Brown et.al.(2000) reported4 that the need for effective nutritional education for
young consumers has become increasingly apparent, given their general food habits and
behaviour, particularly during adolescence and analyzed that the interaction between young
consumers' food preferences and their nutritional awareness behaviour, within three
environments (home, school and social). The results indicated that the perceived dominance
of home, school and social interaction appears to be somewhat overshadowed by the young
consumers, while developing an 'independence' trait, particularly during the adolescent years.
The authors suggested that food preferences of young consumers are often of a 'fast food'
type and consequently their food habits may fuel the consumption of food with poor
nutrition. While young consumers are aware of healthy eating, their food preference
behaviour did not always appear to reflect such knowledge, particularly within the school and
social environments.
Srinivasan (2000) reported5 that consumers with high educational qualification highly
prefer to buy processed products. Besides, processed fruits and vegetables are highly
preferred by consumers belonging to high-income group. The tolerable limit of price increase
identified is less than five percent and any change in price above this limit, would result in
discontinuance of the use of processed product. Majority of the consumers prefer processed
products because of their ready- to- eat form.
Although the customer oriented firms seek to create high customer satisfaction, its
main goal is to maximize customer satisfaction, first the company can increase customer
satisfaction by lowering its prices, but results may be lower profits second the company
might be able to increase prices. Estimate the company must operate on the philosophy that it
is trying to deliver a high level of satisfaction to the other stake-holder within the constraints
of its resources. From the past studies of last three decades we observed that the companys
first task is to create and satisfy customers. But todays customers face a vast array of product
and brand choice prices and suppliers. Customer value customer delivered value is the
difference between the total customer value and total consumer cost. Consumer value is the
bundle of benefits customers expect from a given product or service. Bundle cost in products.

17

3.2. LITERATURE REVIEW

Hoffman and Bateson, 2002, Hanson (2000) Consumer Perception survey tool find
our what your consumer are thinking giveyour business the competitive advantage

that statistical analysis offers.

Galloway and ho,1996Consumer Perception survey tool is your first step in
discovering exactly what yourconsumer are looking for collect information

transformed clients needs.

Morre (1987),zeithml et al.2000) Here are some of the features your Consumer

Perception survey tools. Simple consumer. Flexibility unlimited number of consumer.

Gronroos (1990) the usual measures of Consumer Perception involve a using a like art

scale. The consumer is asked to evaluate each statement organisation measured.

Bateson (1995) Good quality measures need to have high behaviour loadings, good
reliability and low error variances. two multi-items emantic different scales performed

best across both hedonic and utilitarian service consumption contexts.

Berry (leonard l) between 1985 and 1988 Measurement of Consumer Perception with
a service by using the gap between the consumer expectation of the performance and

their experience performance.

Rao,2007,lbanez et al. 2006 Consumer Perception is an ambiguous and concept and
the actual manifestation person and product/service to product/service. The state of

behaviour such as return compares the organisations product.

Woodside et al, 1989 as research on consumption experience grows, evidence
suggests that consumers purchase goods and services for a combination of two types
of benefits. Hedonic and utilitarian. Benefits are associated with the sensory and
experiential product. Utilitarian benefits of a product are associated with more
instrumental and functional attributes of the product.

18

CHAPTER IV-ANALYSIS AND INTERPRETATION

4.1 RESEARACH METHODOLOGY
The research methodology is scientific and systematic for pertinent information on
specific topic. It is a careful investigation or inquiry especially through search for new facts
in any branch of knowledge. This research study is taken as a part of educational curriculum.
Research is a systematized effort to gain knowledge and hence, it helps to practical
knowledge in study various steps that are generated adopted by a research in studying his
research problem along with the logic behind them.
4.1.1 Research Design
The type of research is descriptive in nature; since an attempt was made to find out
inter relationship between variables.
4.1.2 Source of data:
Date is collected from both primary and secondary sources.
4.1.3 Primary Data:
Primary data are collected through a structured questionnaire. A well structured
questionnaire has been prepared given to the respondents by the research.
4.1.4 Secondary Data:
Secondary data are collected from the published data available within the company
and also from the Internet and Intranet.
4.1.5 Sample Size:
Sample size means the number of sampling units selected from the organization for
investigation.
The total sample size that is taken for this study is 100.

19

4.1.6 Sampling Unit:

The design adopted for this study is descriptive research design. This design was
chosen as it hence choose accurately the characteristics of a particular system helped to study
the availability of the system as well as the constant that might restrict as effectiveness.
4.1.7 Sampling Method:
A sampling technique in which a sample is selected on the basis of convenience and
case.
4.1.8 Research Instrument:
Structured questionnaire is used here as the instrument to collect the data, both open
ended and closed ended questions were used to possible.
4.1.9 Period:
The project was done during the month of March to May 2016.
4.1.10 Name of Organization:
Honda Cars India ltd.
Tools For Analysis:
Percentage Analysis
Weighted Average Method
1. Percentage analysis:
Percentage analysis has been done to obtain the percentage of respondent Highly
Satisfaction, Satisfaction, Highly dissatisfaction, dissatisfaction for each factor. Percentage
analysis can be calculated as follows; First of all frequently i.e. the total population is noted
in a tabular column. Then the percentage is calculated by dividing each frequently with the
total population and then multiplied by 100. Then the values are noted in the column as a
percentage.

20

In the percentage analysis percentage is calculated by multiplying the number of

respondents into hundred and it is divided by the sample size.
Percentage analysis =(No. of Respondents/Total No. of Respondents)*100
2. Weighted Average Method
An average in which each quantity to be averaged is assigned a weight.
Weighted Average mean =WX/W
w = relative weight (%)
x =value

21

4.2 ANALYSIS & INTERPRETATION

Table No 4.2.2
Gender
Options
Male
Female
Total

No of respondents
70
30
100

percentage
70
30
100

Source: Primary Data (q .no -2)

Inference:
It is inferred from the above table that 70 % of the respondents are Male, 30 % of
the respondents are Female.

Chart No 4.2.2

22

Gender
100
90
80
70
60

Perentage

50
40
30
20
10
0

male

female
Gender

23

Table No: 4.2.3

Age
Options
25 45
45 65
65 & above
Total

No of respondents
47
33
20
100

Percentage
47
33
20
100

Source: Primary Data (q .no -3)

Inference
It is inferred from the above table that 47 % of the respondents are 25 45, 33%
of the respondents are between 45 65, 20% of the respondents are 65 and above

Chart No 4.2.3

24

Age
100
90
80
70
60

Perentage

50
40
30
20
10
0
25 - 45

45-65

Age

Table No 4.2.4

65 & above

25

Occupation
Options
business
Professional
Student
Employee
Housewife
Total

No of respondents
10
15
30
15
30
100

Percentage
10
15
30
15
30
100

Source: Primary Data (q .no - 4)

Inference:
It is inferred from the above table that 10 % of the respondents about occupation
is business, 15% of the respondents are professional, 30% of the respondents are students,
15% of the respondents are employee, 30% of the respondents are others

Chart No 4.2.4
Occupation

26

100
90
80
70
60

Perentage

50
40
30
20
10
0

business

professional

student

occupation

Table No 4.2.5
Annual income

employee

hous

27

Options
< rs 3,00,000
Rs 3,00,000 rs.4,00,000
Rs 4,00,000-5,00,000
Rs 5,00,000-6,00,000
Rs 6,00,000
Total

No of respondents
10
15
30
15
30
100

Percentage
10
15
30
15
30
100

Source: Primary Data (q .no - 5)

Inference:
It is inferred from the above table that 10% of the respondents about annual
income are <rs 3,00,000 , 15% of the respondents are rs 3,00,000 rs 4,00,000 , 30% of the
respondents are rs 4,00,000, 15% of the respondents are rs 5,00,000-6,00,000, 30 % of the
respondents are rs 6,00,000.

Chart No 4.2.5
Annual income

28

Perentage

100
90
80
70
60
50
40
30
20
10
0

annual income

Table No: 4.2.6

29

Family size
Options
1-2
3-5
5 & above
Total

No of respondents
20
60
20
100

Percentage
20
60
20
100

Source: Primary Data (q.no 6)

Inference:
It is inferred from the above table that 20 % of the respondents about family size
is 1-2, 60 % of the respondents are 3-5, 20% of the respondents are 5 & above .

Chart No:4.2.6
Family size

30

100
90
80
70
60

Perentage

50
40
30
20
10
0

01-Feb

03-May

5 & above

family size

Table No: 4.2.7

Purpose of purchasing Honda cars

31

Options
Utility
Necessity
status
Total

No of respondents
50
15
35
100

Percentage
30
45
25
100

Source: Primary Data (Q.No 7)

Inference:
It is inferred from the above table that 50 % of the respondents about purpose of
purchasing Honda cars is utility, 15 % of the respondents are necessity, 35% of the
respondents are status

Chart No: 4.2.7

Purpose of purchasing Honda cars

32

100
90
80
70
60

Perentage

50
40
30
20
10
0

utility

necessity
purpose of purchasing honda cars

Table No: 4.2.8

Influence to buy Honda

status

33

Options
Styling
Pricing
Brand image
Performance
publicity
total

No of respondents
20
20
40
9
11
100

Percentage
20
20
40
9
11
100

Source: Primary Data (Q. No 8)

Inference:
It is inferred from the above table that 20 % of the respondents about influence to
buy Honda is styling, 20 % of the respondents are pricing, 40% of the respondents are brand
image, 9% of the respondents are performance, 11 % of the respondents are publicity.

Chart No: 4.2.8

Influence to buy Honda car

34

100
90
80
70
60

Percentage

50
40
30
20
10
0

styling

pricing

brand image performance

Influence to buy Honda

Table No: 4.2.9

Influenced you to purchase the Honda car

publicity

35

Options
My self
Family members
Friend
Relatives
advertisement
Total

No of respondents
40
10
20
10
20
100

Percentage
40
10
20
10
20
100

Source: Primary Data (Q.No 9)

Inference:
It is inferred from the above table that 40 % of the respondents about influenced
you to purchase the Honda car is myself, 10 % of the respondents are family members, 20%
of the respondents are friend, 10% of the respondents are relatives,20% of the respondents are
advertisement .

Chart No: 4.2.9

Influence to purchase Honda car

36

100
90
80
70
60

Percentage

50
40
30
20
10
0

my self family members

friend

relatives advertisement

Influenced you to purchase the Honda car

Table No: 4.2.10

37

Purchase only Honda instead of any other car

Options
Quality & stylish
Easy to drive
Safety & security
Comfort & convenience
Technically good
Total

No of respondents
30
25
10
20
15
100

Percentage
30
25
10
20
15
100

Source: Primary Data (Q.No 10)

Inference:
It is inferred from the above table that 30 % of the respondents about purchasing
only Honda instead of any other car is quality & stylish, 25 % of the respondents easy to
drive, 10% of the respondents are safety & security, 20% of the respondents are comfort &
convenience, 15% of the respondents are technically good .

Chart No:4.2.10
Purchase only Honda instead of other car

38

Percentage

100
90
80
70
60
50
40
30
20
10
0

Purchase only Honda instead of any other car

Table No: 4.2.11

39

Type of colour would you like

Options
Crystal white
Sleek silver
Berry red
Black diamond
other
total

No of respondents
30
15
10
40
5
100

Percentage
30
15
10
40
5
100

Source: Primary Data (Q.No 11)

Inference:
It is inferred from the above table that 30% of the respondents about which type of
colour would you like in Honda is crystal white, 15 % of the respondents are sleek silver,
10% of the respondents are berry red, 40% of the respondents are black diamond, 5% of the
respondents are other.

Chart No:4.2.11
Type of color which you like

40

100
90
80
70
60

Percentage

50
40
30
20
10
0

crystal white sleek silver

berry red black diamond

colour would you like

other

41

Table No: 4.2.12

Type of fuel option would you more prefer in Honda car
Options
Petrol
Diesel
Lpg
both
Total

No of respondents
10
25
40
25
100

Percentage
10
25
40
25
100

Source: Primary Data (Q.No 12)

Inference:
It is inferred from the above table that 10 % of the respondents about type of fuel
option would you more prefer in Honda car is petrol, 25 % of the respondents are diesel, 19%
of the respondents are lpg, 40% of the respondents are both, 25% of the respondents are
both .

Chart No 4.2.12
Type of fuel option which you prefer

42

100
90
80
70
60

Percentage

50
40
30
20
10
0

petrol

diesel
Type of fuel option

lpg

both

43

Table No: 4.2.13

Honda advertisement an impact on the increase in sales
Options
Yes
no
Total

No of respondents
75
25
100

Percentage
75
25
100

Source: Primary Data (Q.No 13)

Inference:
It is inferred from the above table that 75 % of the respondents about Feel that
brand ambassador sharukhan has an impact is yes, 25 % of the respondents are no .

Chart No 4.2.13

44

Honda advertisement an impact on the increase in sales

100
90
80
70
60

Percentage

50
40
30
20
10
0

yes

Table No:4.2.14

no

45

Honda products give good value for money

Options
yes
no
Total

No of respondents
85
15
100

Percentage
85
15
100

Source: Primary Data (Q. no -14)

Inference:
It is inferred from the above table that 85% of the respondents about Honda
products give good value for money is yes, 15 % of the respondents are no .

Chart no 4.2.14
Honda product gives good value for money

46

100
90
80
70
60

Percentage

50
40
30
20
10
0

yes
Honda products give good value for money

Table No: 4.2.15

Satisfaction level about Honda car

no

47

Options
Very satisfied
Satisfied
neutral
Dissatisfied
Very dissatisfied
Total

No of respondents
30
45
20
3
2
100

Percentage
30
45
20
3
2
100

Source: Primary Data (Q.No -15)

Inference:
It is inferred from the above table that 30% of he respondents about feel the
pricing of the Honda car is very satisfied, 45 % of the respondents are satisfied, 20% of the
respondents are neutral, 3% of the respondents are dissatisfied, 2% of the respondents are
very dissatisfied.

Chart No 4.2.15
Satisfaction level about Honda car

48

100
90
80
70
60
50
40

Percentage

30
20
10
0

Table No: 4.2.16

Feel about the pricing of Honda car

49

In terms options
Very satisfied
Satisfied
Neutral
Dissatisfied
Satisfied
Total

No of respondents
19
57
20
3
1
100

Percentage
19
57
20
3
1
100

Source: Primary Data (Q .No- 16)

Inference:
It is inferred from the above table that 19 % of the respondents about Interms of
the pricing of car is very satisfied, 59 % of the respondents are satisfied, 20% of the
respondents are neutral, 3% of the respondents are dissatisfied,1% of the respondents are very
dissatisfied .

Table no: 4.2.16

Feel about the pricing of Honda car

50

100
90
80
70
60
50

Percentage

40
30
20
10
0

Table No: 4.2.17

Highly considerable competitor for Honda car
Options

No of respondents

Percentage

51

Very satisfied
Satisfied
neutral
Dissatisfied
Very dissatisfied
Total

20
6
4
45
25
100

20
6
4
45
25
100

Source: Primary Data (Q .No- 17)

Inference:
It is inferred from the above table that 20 % of the respondents about highly
considerable competitor for Honda car is spark, 6 % of the respondents are zen estilo, 4% of
the respondents are alto, 45% of the respondents are innova , 25% of the respondents are
zest .

Chart No 4.2.17
highly considerable competitor for Honda car

52

100
90
80
70
60

Percentage

50
40
30
20
10
0

spark

zen estilo

alto

innova

Highly considerable competitor for Hond car

Table No:4.2.18

zest

53

SHonda is superior to competitors cars in this segment

Options
Yes
No
Total

No of respondents
85
15
100

Percentage
85
15
100

Source: Primary Data (Q .No- 18)

Inference:
It is inferred from the above table that 85% of the respondents about Honda is
superior to competitors cars in this segment is yes, 15 % of the respondents are no.

Chart No 4.2.18
Honda is superior to competitors cars in this segment

54

100
90
80
70
60

Percentage

50
40
30
20
10
0

yes

no

Honda is superior to competitors cars in this segment

Table No: 4.2.19

Feel about the maintenance cost of Honda car

55

Options
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
Total

No of respondents
28
37
31
3
1
100

Percentage
28
37
31
3
1
100

Source: Primary Data (Q .No- 19)

Inference:
It is inferred from the above table that 28 % of the respondents about feel about
the maintenance cost of Honda car is very satisfied, 37 % of the respondents are satisfied,
31% of the respondents are neutral, 3% of the respondents are dissatisfied, 1% of the
respondents are very dissatisfied .

Chart No: 4.2.19

Feel about the maintenance cost of Honda car

56

Percentage

100
90
80
70
60
50
40
30
20
10
0

Feel about the maintenance cost of Honda car

Table No: 4.2.20

57

Perception about Honda car

Options
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
total

No of respondents
33
43
20
3
1
100

Percentage
33
43
20
3
1
100

Source: Primary Data (Q .No- 20)

Inference:
It is inferred from the above table that 33 % of the respondents about perception
about Hyundai car is very satisfied, 43 % of the respondents are satisfied, 20% of the
respondents are neutral, 3% of the respondents are dissatisfied,1% of the respondents are very
dissatisfied .

Chart No: 4.2.20

Perception about Honda car

58

100
90
80
70
60
Percentage

50
40
30
20
10
0
very satisfied

satisfied

neutral

dissatisfied very dissatisfied

perception about honda car

Table No: 4.2.21

Recommend Honda to your friends and relatives

59

Options
Yes
no
Total

No of respondents
100
0
100

Percentage
100
0
100

Source: Primary Data (Q.No- 21)

Inference:
It is inferred from the above table that 100 % of the respondents about recommend
Honda to your friends and relatives is yes, no one respondents are no

Table No: 4.2.21

Recommend Honda to your friends and relatives

60

100
90
80
70
60
Percentage

50
40
30
20
10
0
yes

no

Recommend Honda to your friends and relatives

Weighted average method

An average in which each quantity to be averaged is assigned a weight.

61

Weighted Average mean =WX/W

w = relative weight (%)
x =value
Organization
Climate
S.No
1
2

3
4
5

Satisfaction
level
Feel about the
pricing
Highly
considerable
competitor
Maintenance
cost
Perception

W=
5
30

W=4

W=3

W=2

W=1

Total

Average

Rank

45

20

398

26.53

19

57

20

390

26

20

45

25

251

16.73

28

37

31

388

25.87

33

43

20

404

26.93

Result of weighted average method

Factors
Perception
Satisfaction level
Feel about the pricing
Maintenance cost
Highly considerable
competitor

Average
26.93
26.53
26
25.87
16.73

CHAPTER V - CONCLUSION

Rank
1
2
3
4
5

62

5.1 FINDINGS
1. 70 % of the respondents are Male, 30 % of the respondents are Female.
2. 47 % of the respondents are 25 45, 33% of the respondents are between 45 65,
20% of the respondents are 65 and above
3. 10 % of the respondents about occupation is business, 15% of the respondents are
professional, 30% of the respondents are students, 15% of the respondents are
employee, 30% of the respondents are others
4. 10% of the respondents about annual income are <rs 3,00,000 , 15% of the
respondents are rs 3,00,000 rs 4,00,000 , 30% of the respondents are rs 4,00,000,
15% of the respondents are rs 5,00,000-6,00,000, 30 % of the respondents are rs
6,00,000.
5. 20 % of the respondents about family size is 1-2, 60 % of the respondents are 3-5,
20% of the respondents are 5 & above .
6. 50 % of the respondents about purpose of purchasing Honda cars is utility, 15 % of
the respondents are necessity, 35% of the respondents are status
7. 20 % of the respondents about influence to buy Honda is styling, 20 % of the
respondents are pricing, 40% of the respondents are brand image, 9% of the
respondents are performance, 11 % of the respondents are publicity.
8. 40 % of the respondents about influenced you to purchase the Honda car is myself, 10
% of the respondents are family members, 20% of the respondents are friend, 10% of
the respondents are relatives,20% of the respondents are advertisement .
9. 30 % of the respondents about purchasing only Honda instead of any other car is
quality & stylish, 25 % of the respondents easy to drive, 10% of the respondents are
safety & security, 20% of the respondents are comfort & convenience, 15% of the
respondents are technically good
10. 30% of the respondents about which type of colour would you like in Honda is crystal
white, 15 % of the respondents are sleek silver, 10% of the respondents are berry red,
40% of the respondents are black diamond, 5% of the respondents are other.
11. 10 % of the respondents about type of fuel option would you more prefer in Honda
car is petrol, 25 % of the respondents are diesel, 19% of the respondents are lpg, 40%
of the respondents are both, 25% of the respondents are both.
12. 75 % of the respondents about Feel that brand ambassador sharukhan has an impact is
yes, 25 % of the respondents are no .
13. 85% of the respondents about Honda products give good value for money is yes, 15 %
of the respondents are no .
14. 30% of he respondents about feel the pricing of the Honda car is very satisfied, 45 %
of the respondents are satisfied, 20% of the respondents are neutral, 3% of the
respondents are dissatisfied, 2% of the respondents are very dissatisfied.

63

15. 19 % of the respondents about Interms of the pricing of car is very satisfied, 59 % of
the respondents are satisfied, 20% of the respondents are neutral, 3% of the
respondents are dissatisfied,1% of the respondents are very dissatisfied .
16. 20 % of the respondents about highly considerable competitor for Honda car is spark,
6 % of the respondents are zen estilo, 4% of the respondents are alto, 45% of the
respondents are innova , 25% of the respondents are zest
17. 85% of the respondents about Honda is superior to competitors cars in this segment is
yes, 15 % of the respondents are no.
18. 28 % of the respondents about feel about the maintenance cost of Honda car is very
satisfied, 37 % of the respondents are satisfied, 31% of the respondents are neutral,
3% of the respondents are dissatisfied, 1% of the respondents are very dissatisfied .
19. 33 % of the respondents about perception about Hyundai car is very satisfied, 43 % of
the respondents are satisfied, 20% of the respondents are neutral, 3% of the
respondents are dissatisfied,1% of the respondents are very dissatisfied .
20. 100 % of the respondents about recommend Honda to your friends and relatives is
yes, no one respondents are no.

5.2 SUGGESTION

The company can open more service outlets at various places apart from dealers point
by giving franchise to outsiders. So that the service network can be expanded rapidly,

this aids the company to increase the market share quickly.

The company can go for providing plus 1 service to the customers in order to make
the loyal customers to the delighted customers. (E.g.: - Birthday wishes through cards
or telephone, Yearly get together of consumers at Dealership point with entertainment
and competitions, Free General Check up camps for the product, small social

64

activities and etc.,), S that in the long run it create more references and consumer

base. And it enhances relationship marketing.

The company can help the dealers in branding their dealership where it plays a major
role in pushing the product in the market at their restricted zones and avoids
dealership failure. Equal importance to be given in highlighting the dealership brand

as well as the product brand.

Efforts to be taken to popularise the product, product variants, product prices, product

differentiation, service, service differentiation through appropriate publicity measures.

Care should be taken to improve the service efficiency that aids to retain the existing

customers.
The company can also think on providing low price models in order to cover all the
class of customers from middle class to upper middle class customers and also to
compete with existing players in the market the middle class segment is the segment,
where the company can see maximum sales. This will be more effective to maintain
stability in Indian Economy for a long time.

5.3 CONCLUSION
In this competitive world, every company has to make valuable decision for profit
maximisation through sales maximisation. Every organisation should strive to make
consumer satisfaction its work culture. In order to ensure development of such a culture, the
initiative has to come from the top management who, by their thinking, direction and action,
should convey clear message down the line without any ambiguity. It should not happen that
the organisation keeps this lofty objective only for publicity and lip service and actual actions
are oriented in some other directions. The management should ensure that the staffs are
trained to service the customer in a way that leaves a lasting impression on him.

65

In the automotive industry, product and service differentiation only highlights the
company from the competitors.
The project is done for Honda Cars India Limited (HMIL), Coimbatore. The project
identifies the Consumer perception of Honda Cars in Coimbatore City. It also provides some
strategies to increase consumer preference on Honda cars and makes the consumers satisfied
and loyal.
The organisation should ensure that its systems like quality, performance, service and
compliant redressal are designed to achieve excellence and customer delight.
It is obvious that if these suggestions are implemented, HMIL can place a dominant
position in the market as well as in the minds of the customers.

REFERENCES

Kotler Philip, Principles of Marketing, Sultan Chand and Company Ltd., New Delhi,

2002.
Kothari C.R., Research Methodology, Wishwa Prakashan, New Delhi, 1985(Reprint

2003).
D. Aaker, V. Kumar, and G. Day - Marketing Research, Singapore, John Wiley &

Sons (ASIA) Pte Ltd, Seventh Edition, 2003.

Gilbert A. Churchill, Jr., Marketing Research Methodological Foundations, USA, The
Dryden Press, Fifth Edition, 1991.

66

Richard .1. Levin, David S. Rubin, Statistics for Management, USA, Prentice-Hall,
Inc, Seventh Edition, 2002.

WEBSITES
www.hyundai.co.in
www.broadwaycarsonline.com
www.google.com